The company announced the new pricing policy through an email sent to its subscribers on monday. The new prices go into effect on or after April 27. Prices for standard definition service will remain the same, the company said.

Netflix members can disable the Blu-ray preference on their online accounts to avoid the price increase and receive standard definition DVDs, the company said.

Netflix said it will use the additional revenue to add to its selection of more than 1,300 Blu-ray titles and to keep up with costs associated with the growing Blu-ray contingent."